Viral culture is quietly rewriting the economics of travel, Going's 2026 report finds

Going’s 2026 State of Travel & Flight Deals Report reveals how viral culture is reshaping the economics of travel. Here are the key insights:

Trendification of Travel
- Social media and pop culture now directly influence where airlines add capacity and how prices shift.
- Viral destinations see cheaper flights initially, but costs on the ground (lodging, dining, experiences) rise quickly due to crowding.
- Nearly 25% of travelers and almost half of Gen Z say social media shapes their travel decisions.

Shifting Influences
- Friends and family are now the #1 influence on travel choices, surpassing affordability.
- Even AI is guiding 6% of travelers to their 2026 destinations.

Airfare & Premium Travel
- Despite volatility, airfare remains in a golden age: June 2025 was the second-cheapest month ever recorded.
- Strategic planning can save travelers 40%+ on airfare in 2026.
- Premium travel is booming:
- 71% plan to splurge on better accommodations.
- 59% on premium cabin seating.
- 52% on upgraded destination experiences.
- Points and miles are losing value as airlines raise award prices by 5–20% and reduce saver space.

Travel Patterns
- The “one big trip” era: fewer but more meaningful journeys.
- International trips per traveler have dropped below two for the first time since 2023.
- Political and safety concerns are rising sharply—from 1.9% in 2025 to an anticipated 15.2% in 2026.

Gen Z Outlier
- 48% of Gen Z took more trips than planned in 2025 despite tighter budgets.
- In 2026, 23% plan to spend less but travel farther and more often.
- Stronger interest in Asia, South America, Central America, Australia/New Zealand, and the Middle East.

Takeaway:
Travel in 2026 is no longer just about affordability—it’s about influence. Viral trends, social networks, and premium experiences are redefining what makes a “good trip.”